Ads on Facebook and Social Media Gives Unprecedented Reach into homeowners On Long Island
If you are trying to find new homeowners, Facebook needs to be rrnside your playbook. Facebook and Social Media marketing and advertising will provide you with the means to access people On Long Island, possessing the interests and geographic targeting you seek.
Needless to say, everything comes at a price. You must pay Facebook for the visitors you get. The question becomes, is it worth the cost?
Once you reach people On Long Island, then what? It truly depends on what you would like to accomplish. Are we sending visitors to your website? Are we looking to get people On Long Island to become fans of your page to generate "authority" status and brand reputation? Are we going for sign ups?
Before starting your advertising campaign, we are able to help you to pinpoint what it is that you need to accomplish.
Reaching Your Homeowners On Long Island on Facebook
There are lots of methods to appear in front of an "Audience" on Facebook:
- Concentrating on individuals who have visited your web site before (retargeting);
- Homeowners that are enthusiasts of your page;
- Homeowners who may have related interests (including other pages on Facebook);
- Homeowners who meet demographic criteria;
- Individuals who are already your customers;
- and the list goes on...
With Facebook, we will aim for individuals - by gender, age, salary, career, job title, area, passions and even more. These individuals become part of an "audience" which can consist of any number of people. Facebook does not provide us with that list, but it will display our ads to individuals on that list that we have created.
We can buy clicks, leads, advertising impressions ... they will enable you to pay in various ways. In the end, it is about getting exposure to and connecting with your homeowners.
Pluses and Minuses of Advertising on Facebook
Pro: Facebook's Edge Over Google and Bing: No Search Necessary
The main benefit Facebook offers On Long Island is its ability to appear in front of homeowners who are not actively looking for what you offer. This doesn't mean they will not be interested. It just means they are not actively conducting a search when they see your ad. However, they probably were seeking something such as what you offer quite recently.
The search engines like Google are limited to individuals actually searching. A person may be interested in legal counsel, but if they aren't performing a search for one, those advertising in Google Adwords do not appear in front of that homeowner.
Pro: Facebook is Wonderful for Reaching Regional Market Places
- Are you a lawyer? Health care provider? Home repair business? A restaurant or retailer?
- For any business who does business regionally On Long Island Facebook is an excellent way to appear in front of your audience.
- We are able to focus on your homeowners in numerous ways.
- Only want to reach women 35-65 in a few zip codes? Not a problem!
- Want to have a special offer on Tuesdays? We are able to do that.
The attractiveness of Facebook is the ability to target. You can run a small advertising campaign that behaves in huge ways, by merely focusing on the right homeowners, in the right location, with the appropriate message.
Facebook Costs are Lower, but So are Conversion Rates...
In general, Facebook marketing and advertising is less pricey than Google and the other search engines. They cost significantly less per click. If you are opting to pay per impression (spending money on advertisements to be shown, instead of paying for clicks), that is likely to cost less too.
However, in our experience, clicks from Facebook vs. Google are generally of a lower quality. It is certainly not there is a challenge with Facebook. Rather, the user is in a different mind-set.
Users from Google just did a search (for example "personal injury lawyers in XYZ"). It is apparent what they want, and they are searching because they have a real need. They have a tendency to convert from web surfer to lead at a greater rate, since they have a current need that they need to fulfill (finding legal help).
In comparison, an ad on Facebook might catch a person's focus. They might or might not be proactively looking for an attorney, but still have the need.
For all of those reasons, Facebook targeted traffic tend to convert at a lower rate than search engine visitors... which is alright for the reasons you will discover next.
So is Facebook Worth It?
Whether Facebook is really a "good deal" for your advertising spend truly depends on the numbers.
Suppose Google clicks are $10 and Facebook clicks are $1. Which is superior? It depends.
- If 5% of Google visitors convert, that's $200+ for a new customer.
- If 1% of Facebook actions convert, that's $100 for a new customer - great!
- But of only 0.2% of Facebook actions convert, that's $500+ for a new customer - ouch!
The point is... there isn't any "correct answer." It all depends on your marketing campaign, your offer, and exactly how the marketplace reacts to you. The "right answer" would be to test, adjust, and test again.
Just remember to have your design strong before running ads like these. For info about our web design professionals, our graphic design in Nassau or our online advertising consulting services call us today.
Facebook Promotions Have To Be Maintained and Improved
Because of challenges with Facebook - and all of the variables at play - advertising campaign management is critical. Within an advertisement we test pictures, headlines, ad copy and even more. We also test the effectiveness of the pages people reach after clicking on your ads. Are they staying? Signing up? Purchasing? We test the demographics, the targeting and also the audiences.
Some changes can yield 2x-10x benefits, but until we test, you won't know. Our great advertising campaign operations is the critical component in making the most of your advertising spend with all online marketing, but particularly with Facebook.